Considering her belief that “negativity changes the structure of water” and her penchant for “conscious uncoupling”, you’ve got to hand it to actress and entrepreneur Gwyneth Paltrow. Sure, she brought us a gift guide that included toilet paper costing in excess of $1,000, but her lifestyle brand, Goop, boasts a 90 per cent campaign renewal rate for luxury clients such as Chanel and Gucci, as well as doubled revenue growth from 2015 to 2016.
She also made the savvy decision to take her ever-expanding Goop brand further into the wellness category by launching vitamin supplement packs through her website earlier this month. It’s no accident she’s stepping into the vitamin and supplement industry, considering it’s currently worth, in the US alone, a cool US$36.7 billion.
The Goop Wellness supplements themselves are also cute, creative and seriously on-brand: there’s a helpful vitamin mix dubbed Why Am I So Effing Tired?, as well as High School Genes, Balls in the Air (intended for “women who function at an intense pace, and want to keep it that way”), and The Mother Load. A month’s supply is US$90 and designed by Gwyneth’s favourite detox doctor, Dr Alejandro Junger. The supplements are also free of pesticides, heavy metals, and environmental pollutants.
Cleverly, Gwyneth and her company landed on the expansion thanks to their 2014 content piece Navigating the Vitamin Aisle, which was one of the most read pieces on the site that year.
Considering the fact that sales for Goop Wellness on launch day exceeded more than US$100,000, we’d say she knows more than a thing or two about building a business.